Onboarding project | Nykaa Fashion

Ideal Customer Profile

Nykaa Fashion

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Nyka Fashion is a fashion and lifestyle brand by the Nykaa. It sports over 2500 brands including 250+ luxury Designer brands across a range of categories like apparel, footwear, jewelry, and more. The platform serves as a marketplace for a variety of well-known Indian and international brands creating it the go-to space for exclusive and unique fashion.

Let's have a look at our ICPs

The following ICPs are based on User calls, Product reviews online, and the app store.

Criteria	ICP 1	ICP 2	ICP 3
Name	Aspirational Shopper	Wedding / Festive Shopper	Luxury Fashion Connoisseur
Age	20-35	25-40	30-50
Demographics	Tier 1, Tier 2	Tier 1, Tier 2	Tier 1
Profession	Salaried	Salaried	Entrepreneurs, Business Owners
Need	Affordable, trendy & high-quality fashion wear	High-quality festive wear or occasion wear that are very trendy	Exclusive high-end and luxury fashion brands
Solution	High-quality pieces with affordable prices, emerging brands with the latest trends	Huge range of Emerging & established Ethnic brands, huge range for bridalwear	Exclusive collections from designers & high-end brands in one place
Behavior	Shops Often but considerably. Do lots of research before buying, love good sales & events for better prices	Shops occasionally but spends high for good brands & good quality	Shops when they find exclusive looks, spend high for premium designers & brands
Perceived Value of Brand	Moderate	High	High
Marketing Pitch	Your one-stop shop for the latest trends from labels, around the world	Chic ethics for wedding wardrobe	Spectacular Assortment of minimal yet alluring styles
Average Spend on the product per order	Rs. 1000 - Rs. 5000	Rs. 10,000 - Rs. 20,000	Rs. 20,000 +
Value Experience of the product	Moderate	High	Very High

ICP Prioritization

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM ( users/currency)
ICP 1	High	Moderate	High	High	High
ICP 2	Moderate	High	Low	Moderate	High
ICP 3	High	High	Moderate	Moderate	Moderate

Based on the framework, we will be focusing on ICP 1 and ICP 3. ie. Aspirational Shopper, Luxury Fashion Connoisseur.

JTBD and validation

JTBD and User Goals of the ICPs

Goal Priority	Goal Type	Aspirational Shopper	Wedding / Festive Shopper	Luxury Fashion Connoisseur
Primary	Functional	To get a huge variety of good quality fashion wear at the same place	To access the huge collection of ethnic brands	To access the exclusive collections from high-end luxury designers
Secondary	Personal	To get a huge variety of good quality fashion wear which is not available everywhere	NA	NA
Secondary	Social	To buy the latest trends and look cool in front of friends & family	To look the best during the events or festivals	Exclusive Luxury Designers & brands showcase status and success
Secondary	Financial	To have access to affordable & quality clothing	NA	NA

The Validation

	Aspirational Shopper	Luxury Fashion Connoisseur
How did you discover Nykaa Fashion?	I use Nykaa App frequently and discovered Nykaa Fashion through it.	A friend of mine got a beautiful Nappa Dori Bag, and I wanted to get one for myself.
What made you buy with Nykaa Fashion?	First time I bought was during a Black/Pink Friday sale. I got some great deals on my wishlisted products. It consisted of a couple of new brand that I have not tried before. I really liked the quality of the products. So, you can say combo of quality products and good deals.	I noticed they had a huge collection of designer brands. I have discovered quite a few new favorites and wardrobe staples here.
What makes Nykaa Fashion stand apart from others for you?	Variety of latest trends. I often find some trendy pieces that I am not able to get on other platforms. The cost can be a bit on the higher end as compared to Myntra for example, but quality and variety are better here.	They have a very good collection of emerging Designers. That's really the standout for me. You can get access to a lot of High-end brands, however, for high end designers I think Nykaa Fashion has a larger collection.

Onboarding Teardown

Nykaa Fashion.pdf

Activation metrics

Defining Activation

Hypothesis: 1 order within 14-30 days

Reasoning: Users take time to research & wishlist products of their choice. Power users (with high volume of orders) tend to order once a month. The Core Users (with moderate volume of orders) tend to order once every 2 months. If they place first order within the first 14-30 days, it increases the chances of them ordering again after experiencing the Core Value.

Hypothesis: Number of Wishlisted Items

Reasoning: Users who wishlist items are more likely to buy the item.

Hypothesis: Number of User Sign Up

Reasoning: Nykaa Fashion has the option to skip sign up. However, the sign up shows commitment and user might be more likely to explore products. If the user signs up, they are more likely to retain longer than non signed up users.